JCPenney is leaning hard into its ongoing brand revival with “Back to It”, a back-to-school push that feels more confident than nostalgic. The campaign, part of the retailer’s larger turnaround strategy, focuses on families getting “back to it”, not just school, but routines, sports, and all the little rituals that make fall feel fresh.
Rather than chasing trends or leaning entirely on nostalgia, JCPenney positions itself as the practical yet stylish hub for everything parents and kids need. The visuals strike a balance: upbeat, diverse, and grounded, with messaging that taps into the chaos (and charm) of getting everyone prepped for a new season.
It’s another step in JCPenney’s bid to reconnect with shoppers after years of drifting. The brand has been reasserting itself through approachable style, value-driven messaging, and campaigns that don’t just sell, they reassure. “Back to It” feels less like a shout for attention and more like a reminder: JCPenney is still here, and it still gets you.
Key Takeaway:
By framing back-to-school as a season of renewed energy rather than just sales, JCPenney continues its push to feel relevant and reliable, a necessary combo for a retailer rebuilding trust and loyalty.